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What’s Now? (Fall 17) Chapter 6 – B2B Marketers Turn to Social Media

July 3, 2017 by joe Leave a Comment

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Many brands are using social media channels to communicate with consumers (B2C). Recently, some B2B firms have started using social media to reach out to organizational buyers and build a relationship and reputation among consumers or employees. A survey of marketing managers was recently published, “2017 Social Media Marketing Trends: Top B2B and B2C Networks and Paid Channels” (MarketingProfs, June 6, 2017).

Look at two major B2B firms Facebook pages – Cisco and GE. Review these pages and Chapter 6’s Model of Organizational Buying Behavior (Exhibit 6-4) and Major Sources of Information Used by Organizational Buyers (Exhibit 6-6). How are Cisco and GE using their Facebook pages? What do you think are their communication objectives?

Filed Under: B2B, Chapter 06, Chapter 16, Promotion, Social media, What's Now?

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